Podcast
Questions and Answers
What is the primary goal of experiential marketing?
What is the primary goal of experiential marketing?
- To customize products according to consumer specifications
- To provide unique and interesting consumer experiences (correct)
- To communicate product benefits through traditional advertising
- To improve customer retention rates
Which of the following best describes relationship marketing?
Which of the following best describes relationship marketing?
- Marketing without the consumers' consent to boost sales
- Providing standardized products to a broad audience
- Creating stronger consumer ties through personalized experiences (correct)
- Focusing on customer acquisition through mass advertising
What does mass customization involve?
What does mass customization involve?
- Standardizing products for mass production
- Using feedback for product development only after launch
- Offering limited product choices to consumers
- Making products to fit customers' exact specifications (correct)
How can a 5 percent reduction in customer defection rates impact profits?
How can a 5 percent reduction in customer defection rates impact profits?
What characterizes permission marketing?
What characterizes permission marketing?
What are branding elements intended to do?
What are branding elements intended to do?
Which of the following is a criterion for choosing brand elements?
Which of the following is a criterion for choosing brand elements?
What is one key tactic when choosing different brand elements?
What is one key tactic when choosing different brand elements?
Why might a company consider 'mixing and matching' brand elements?
Why might a company consider 'mixing and matching' brand elements?
What is NOT a type of brand element?
What is NOT a type of brand element?
Which of the following best describes 'brand identities'?
Which of the following best describes 'brand identities'?
How do impactful branding trends relate to marketing programs?
How do impactful branding trends relate to marketing programs?
Which role is primarily responsible for presenting the Brand Marketing Plan for approval?
Which role is primarily responsible for presenting the Brand Marketing Plan for approval?
What is the focus of Phase 1 in the Marketing Program?
What is the focus of Phase 1 in the Marketing Program?
Which of the following components contributes to the Brand Marketing Plan with a weighting of 25%?
Which of the following components contributes to the Brand Marketing Plan with a weighting of 25%?
What is included in the grading system for the group's submissions?
What is included in the grading system for the group's submissions?
Which model focuses on the perception and response of consumers to a brand?
Which model focuses on the perception and response of consumers to a brand?
What percentage of the grading does the Strategic Brand Plan represent?
What percentage of the grading does the Strategic Brand Plan represent?
In what phase is the meaning conveyed by the brand evaluated?
In what phase is the meaning conveyed by the brand evaluated?
Which phase typically involves assessing how the brand is perceived in the market?
Which phase typically involves assessing how the brand is perceived in the market?
Which of these roles is part of the Management Review Outputs?
Which of these roles is part of the Management Review Outputs?
What does Phase 4 of the Marketing Program emphasize?
What does Phase 4 of the Marketing Program emphasize?
What is a key characteristic of effective brand names?
What is a key characteristic of effective brand names?
Which of the following is NOT a naming guideline for brand names?
Which of the following is NOT a naming guideline for brand names?
What is a major risk associated with URLs for brands?
What is a major risk associated with URLs for brands?
What benefit do logos and symbols provide for brands?
What benefit do logos and symbols provide for brands?
What is the first step in the naming procedure for a brand?
What is the first step in the naming procedure for a brand?
Which of the following elements does NOT fall under the types of brand elements?
Which of the following elements does NOT fall under the types of brand elements?
What role do abstract logos play in branding?
What role do abstract logos play in branding?
Why are brand names considered the most difficult element for marketers to change?
Why are brand names considered the most difficult element for marketers to change?
What is a morpheme in the context of brand naming?
What is a morpheme in the context of brand naming?
What is the timeframe for the strategic brand planning mentioned?
What is the timeframe for the strategic brand planning mentioned?
Which component is NOT listed as a part of the Brand Planning Preliminaries?
Which component is NOT listed as a part of the Brand Planning Preliminaries?
What are the primary phases of the Three-Year Strategic Brand Planning framework?
What are the primary phases of the Three-Year Strategic Brand Planning framework?
Which fiscal year does the planning start for the strategic brand plan?
Which fiscal year does the planning start for the strategic brand plan?
What key measurement of success is associated with actionable points in brand building?
What key measurement of success is associated with actionable points in brand building?
Which is not a sub-dimension of the brand building blocks in Phase 1?
Which is not a sub-dimension of the brand building blocks in Phase 1?
What is the primary focus of Phase 2: Meaning?
What is the primary focus of Phase 2: Meaning?
In which sub-dimension does 'Judgements' fall under in the strategic brand planning?
In which sub-dimension does 'Judgements' fall under in the strategic brand planning?
Which fiscal years are targeted for the Product Innovation or Service Extension?
Which fiscal years are targeted for the Product Innovation or Service Extension?
What is the main purpose of including visual pegs in the strategic brand plan?
What is the main purpose of including visual pegs in the strategic brand plan?
Flashcards
Brand Elements
Brand Elements
Brand elements that are legally protected, such as logos, names, or slogans, that help the brand stand apart.
Brand Equity
Brand Equity
A company's brand is strengthened by its unique elements, such as its name, logo, slogan, and color scheme.
Criteria for Choosing Brand Elements
Criteria for Choosing Brand Elements
Choosing the right brand elements depends on transferring the brand's message effectively to its target audience.
Types of Brand Elements
Types of Brand Elements
Brand elements can be categorized into types, such as names, logos, slogans, and characters. Each type serves a specific purpose in communicating a brand.
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Mixing and Matching Brand Elements
Mixing and Matching Brand Elements
The process of carefully selecting and combining brand elements creates a unique and consistent image for the brand.
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Marketing Programs
Marketing Programs
Brand elements can enhance communication by building a strong, positive association with the brand.
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Brand Identities
Brand Identities
Brand elements are key components of a brand's identity, aiding its recognition and differentiation in the market.
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What is the hardest brand element to change?
What is the hardest brand element to change?
It's the most difficult element for marketers to change because it's closely tied to the product in the minds of consumers.
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What are important guidelines for creating a good brand name?
What are important guidelines for creating a good brand name?
Brand names should be simple, easy to pronounce, familiar, meaningful, and distinct. It also has to be unique and memorable.
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What is the naming procedure?
What is the naming procedure?
It's a systematic process that helps to create a unique and memorable brand name.
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What is a URL?
What is a URL?
It's a domain name that points to a specific page on the web and helps protect brands from unauthorized use in other domain names.
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What is cybersquatting?
What is cybersquatting?
It's a form of trademark infringement where someone registers a domain name with bad intentions to profit from someone else's existing trademark.
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What is a logo?
What is a logo?
A logo can be a corporate name written distinctively or an abstract design.
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What are the benefits of using a logo?
What are the benefits of using a logo?
Logos are easily recognized and can identify products. They are also versatile and can be used in different ways.
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How can brand elements enhance communication?
How can brand elements enhance communication?
They can be used to create a strong brand image and communicate the brand's message effectively.
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What is brand equity?
What is brand equity?
It's a strong, positive association created for a brand.
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Brand Marketing Plan
Brand Marketing Plan
A plan that outlines the brand's strategy for connecting with its target audience.
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Strategic Brand Plan
Strategic Brand Plan
A document that describes the overall strategy for a brand, including its goals, target audience, positioning, and key messages.
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Brand Positioning
Brand Positioning
The process of creating a clear and consistent image for a brand, emphasizing its values and target market.
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Brand Resonance Model
Brand Resonance Model
A framework that examines how a brand interacts with its target audience, building relationships and fostering loyalty.
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Marketing Program Review
Marketing Program Review
The process of evaluating the effectiveness of marketing programs and strategies.
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Brand Value Chain
Brand Value Chain
A model that maps the value a brand delivers to customers.
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Brand Response
Brand Response
A phase in the brand marketing process where the focus is on understanding and responding to customer needs.
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Brand Relationships
Brand Relationships
A phase in the brand marketing process centered on building strong relationships with key stakeholders.
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Experiential Marketing
Experiential Marketing
A marketing strategy focused on creating unique and memorable experiences for customers, connecting them with a brand's products and services in a meaningful way.
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Relationship Marketing
Relationship Marketing
A marketing approach that focuses on building long-term relationships with customers by providing personalized experiences and value.
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Mass Customization
Mass Customization
A type of relationship marketing where products are tailored to individual customer preferences and needs.
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One-to-One Marketing
One-to-One Marketing
A relationship marketing approach where marketers actively engage with individual customers, collecting data to create personalized experiences and build trust.
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Permission Marketing
Permission Marketing
A marketing strategy that focuses on obtaining explicit permission from customers before marketing to them, building trust and respect for their preferences.
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Brand Positioning Statement
Brand Positioning Statement
Describing the unique and relevant character of your brand in the marketplace.
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Brand Mantra
Brand Mantra
A concise and memorable expression summarizing your brand's core values and goals.
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Brand and Branding Elements
Brand and Branding Elements
The visual and verbal elements that represent your brand, including logos, colors, fonts, and slogans.
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Three-Year Strategic Brand Planning
Three-Year Strategic Brand Planning
A roadmap for your brand's growth over a specific period, typically encompassing strategic goals and tactics.
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Phase 1: Identity, Who are you?
Phase 1: Identity, Who are you?
The initial stage in building your brand's presence, where the focus is on establishing awareness and making customers aware of your brand.
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Phase 2: Meaning, What are you?
Phase 2: Meaning, What are you?
The second phase, where you delve deeper into your brand's meaning and how it resonates with customers.
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Phase 3: Response, What about you?
Phase 3: Response, What about you?
The final stage, which focuses on building customer relationships and loyalty.
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Salience
Salience
How easily and quickly customers can recall your brand.
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Performance
Performance
The perceived quality and performance of your brand compared to competitors.
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Imagery
Imagery
The emotional and symbolic associations customers hold for your brand.
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Course Information
- Course: MM 5720 Brand Management
- Module: 3, Brand Elements and Marketing Programs
- Course prerequisite: (details not provided)
- Topic: Brand Elements and Marketing Programs to Build Brand Equity
- Prepared by: Romualdo A. Romualdo, MBA, RME
Workshop Style Course
- The course format is a workshop
- Students should consider a focus company/brand/product/service for hypothetical use
- The focus is to enhance visualization of topics and course outputs
- Recording is not permitted; students should be attentive
Three-Year Strategic Brand Planning Framework
- The framework includes phases for Identity (Salience), Meaning (Performance/Imagery), Response (Judgements/Feelings), and Relationships (Resonance)
- Each phase has sub-dimensions of brand-building blocks
- Actionable points are to be prioritized for the chosen sub-dimensions.
- A timeline (months and year) is required
- Key measurements of success are to be determined based on sub-dimensions, actions, and timelines
Module 6-A: Brand Elements and Marketing Programs
- Synchronous component: Module 6-A: Brand Elements and Marketing Programs to Build Brand Equity
- Criteria for choosing brand elements
- Options and tactics: types of brand elements
- Asynchronous component: Individual review of lecture, supplementary readings (including 2022 branding trends) and group project work to align on brand elements for marketing programs.
Learning Objectives
- Identify different types of brand elements
- List criteria for choosing brand elements
- Describe key strategies for different brand elements
- Explain the reasoning behind "mixing and matching" brand elements
Brand Elements
- Brand elements include logos, symbols, characters, slogans, jingles, packaging, name, and URLs
- Criteria for choosing brand elements: memorable, meaningful, likable, transferable, adaptable, and protectable
- Offensive aspects: memorability, meaningfulness and likability
- Defensive Aspects: transferability, adaptability, and protectability
Brand Names
- Naming guidelines: simplicity, familiarity, meaningfulness, differentiated, distinctive, and unique; brand associations
- Naming Procedures: define objectives, generate names, screen initial candidates, study candidate names, research the final candidates, and select the final name
Uniform Resource Locators (URLs)
- Specify locations of pages on the Web
- Known as domain names
- Protect brands from unauthorized use
Logos and Symbols
- Indicate origin, ownership, and association
- Range from corporate names to abstract designs
- Can be unrelated to corporate name or activities.
Characters
- Special type of brand symbol with human or real-life characteristics
- Introduced through advertising
Slogans
- Short phrases to communicate a brand's information (descriptive/persuasive)
- Function as "hooks" or "handles" to aid consumer understanding
- Indispensable for summarizing a brand's intended message
Jingles
- Musical messages associated with the brand
- Have catchy hooks/choruses
- Enhance brand awareness by repeating the name
Packaging
- Designing and producing containers/wrappers from both firm and consumer perspectives
- Aspects: identify the brand, convey descriptive and persuasive information, facilitate transportation and protection, assist in at-home storage, and aid product consumption
- Benefits: structural packaging innovations can create a higher margin, new packages can expand market and capture new segments, and packaging changes can impact customer shopping behavior
Packaging Changes
- Changes in packaging may signal price changes, be part of a significant product line expansion, accompany product innovations, or reflect outdated designs
Package Designing
- Part of product development and launch
- Specialized package designers use artistic and scientific techniques
- Packaging color or design affects consumer perceptions
Pricing Strategy
- Consumer Price Perceptions
- Setting Prices to Build Brand Equity
- Strategies for setting current prices and adjusting them in the short and long term. (price bands, value-based strategies, price segmentation)
- Value pricing: proper mix of product quality, product cost and pricing
- Price segmentation: adjusts prices for appropriate market segments to reflect different demand/perceptions
Channel Strategy
- Channel Design (direct and indirect)
- Indirect channels: influence of retailers, pull/push strategies
- Direct Channels: company-owned outlets, advantages & disadvantages
- Online Strategies: multichannel advantages
Channel Members
- Services provided by channel members for marketing research, communications, contact, matching, negotiations, physical distribution, financing, risk-taking and service
Channel Support
- Retail segmentation: cater to diverse retailer needs and capabilities
- Brand Variants
- Cooperative advertising: manufacturer pays portion of retailer advertising to increase product availability
Overall
- Course outline provided for a comprehensive understanding of brand elements and marketing for building brand equity.
- Learning outcomes and objectives are clear and well-defined.
- Various aspects of brand management are covered, allowing for a thorough understanding of the course. This is a substantial body of material requiring continued study and use of additional materials provided in the course for full comprehension.
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